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Kevin Lane, Keller ; Robert W, Smith. (2021) If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences.
In: International Journal of Research in Marketing. RePEc:eee:ijrema:v:38:y:2021:i:3:p:698-714.

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cites:

Monga, A.B. ; John, D.R. What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. 2010 Journal of Marketing. 74 80-92

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